The Roanoke Valley has been recognized as one of the best places in the country to ride a bike – not only for exercise but also for transportation. With more cyclists on the road in the spring, there’s an increase in the possibility of accidents with cars.

Created by Neathawk Dubuque & Packett (ND&P), an advertising and public relations agency, the goal of the marketing campaign is to educate both cyclists and drivers about the laws and rules of the road, and get motorists to understand that there’s a real person riding that bike – a neighbor, mother, father, boss or community leader.

“Bicyclists are not obstacles – they’re real people just trying to get to their job to make a living,” says Jeremy Holmes, program director of RIDE Solutions. “With this campaign, we hope to educate motorists about sharing the roadways with cyclists and making commutes safer for both parties.”

“ND&P is proud to support this campaign in the Roanoke region,” added Thomas Becher, senior vice president, Neathawk Dubuque & Packett. “Our goal is to educate motorists, and support cyclists’ ability to commute safely in and around the region.”

“The Roanoke Valley has increased on-road bicycle accommodations by over 600 percent in the last five years,” added Holmes. “Recent census data shows a 150 percent increase in the number of people who cite a bicycle as their main source transportation; and of RIDE Solutions members, 18 percent say they commute by bicycle at least some of the time.”

The campaign includes five illustrated posters reminiscent of transportation in a bygone era, each showing different bicycle-vehicle perspectives.

The campaign relies on local sponsors to help share the advertising campaign. They include: Carilion Clinic, Virginia Tech, First Team Subaru, Neathawk Dubuque & Packett, 101.5 The Music Place, the City of Roanoke, Roanoke Natural Foods Co-Op, East Coasters Bike Shop, and Roanoke Outside.

“There’s a natural connection between good health and biking. That’s why Carilion Clinic has been a long-time supporter of cycling in our community,” said Nancy Howell Agee, president and chief executive officer of Carilion Clinic. “We also need to keep people safe while they’re on our roads. As the region’s Level 1 trauma center, we’ve seen what can happen in bike accidents. This campaign to improve bike safety is critical.”